MARKETING PLAN

Marketing Plan

The “Healthy Initiatives” program is aiding to provide resources and other much needed necessities to clients and/or patients within the community and surrounding counties. The target group is minorities whom are affected by poverty. The two main minority groups would include African Americans and Hispanic. In order to segment the population to whom the intervention will be marketed to, this program will aid in compiling resources within the area and implementing those resources amongst clients/patients once screened and enrolled within the program. The African American and Hispanic groups will need the most focus, as they are highly affected by poverty and various health disparities. This program will also make sure to be true to the components of public health, which are: control of environmental health risks say pollutive agents, appraisal and regulation of health risks associated with emergent technology and biotechnology, providing food security and nutrition, regulation of hazardous products, control and regulation of infectious diseases, and access to health services and medicines. Healthy Initiatives will incorporate the marketing components in order to successfully implement this program and reach our population.

a. Product: The product being delivered is exceptional quality services amongst health professionals to receive resources and other beneficial health necessities to better help navigate patients to resources and achieve overall good health.

b. Price: All services will be free to clients/patients within the clinic. Depending on resource availability and need, additional monetary cost will be included. (Contingent on services administered in and outside the clinic)

c. Place: This program will be designated and facilitated within its own clinic and possibly branch off into other hospitals and clinics in surrounding areas.

d. Promotion: Direct communication between clients amongst outreach and other advertising and public markets will help promote the program.

e. Channels: Social Media, News Outlets, Outreach within different clinics and hospitals, and other important social events in the community

The budget will consist of grant-based funding. We want to minimize costs as much as possible on advertising and promotion and maximize on events that will push more drive within the clinic. Healthy will apply for a grant each year that will fulfill estimated annual costs on:

· Supplies: $100,000

· Promotion/Marketing: $4,000

· Events: $20,000

· Salaries In-House: $500,000

· Doctors and Physicians will use insurance billing outside of budget costs.

· Data analyst and Accountant: $60,000

· As-needed Lawyers for contracts: $100,000

· Building space and rent: $50,000

· Miscellaneous costs/incidentals: $100,000

For this program to be successful, we need these costs to be itemized as our budget when applying for grants and funding. This will help us run the business smoothly. Supplies are needed for physicians and doctors to use. Our promotion and marketing will be strategic and will be a requirement for employees to fulfill within their contracts upon employment. Seasonal events will be held within a specific and set budget to drive traffic. Healthy initiatives will not hire many in house employees outside of the doctors and physicians so therefore the budget for salaries is set as is. We need an accountant and data analyst to stay abreast with all the data to be compiled for year-end or mid-year reports. This individual will also be responsible for writing the grants and meeting deadlines for finances. This position will be combined together. Lawyers will be needed for possible or potential lawsuits and HIPPA violations. We will also utilize a building where we rent or lease.

Ethical issues that may arise include: the adjustment of day-to-day practice, need for technical support, social justice liberties, substantiating data from the program, using fair procedures within the program, minimizing health threats within the system, surveillance and vital statistics, privacy risks, health education and empowering clients to make decisions, creating new preventative strategies, regulations and legislation, and research studies that minimize medical risks. Our customers will be important to us so making sure we deliver on those goals is what will determine if we stay open as a company. Primary target audience(s) are African American/Black and Latinos, as well as LGBTQ+ community, as these communities are directly affected by issues regarding healthcare. There is no intended secondary target audience. We will service anyone in the community in need.

REFERENCES

1. An Ethics Framework for Public Health. (2019). Retrieved 30 November 2019, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1446875/

2. Ethical issues in the development and implementation of nutrition-related public health policies and interventions: A scoping review. (2019). Retrieved 30 November 2019, from https://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0186897